While most of my career experience is in digital marketing and sales strategy that helps grow tech startups, I majored in economics and worked in IT support for Merrill Lynch Global Research early on in my career.
So I approach digital transformation and content strategy to recognize and capitalize on undervalued assets -- mainly the attention that entrepreneurs need to attract the right people, in the right places, at the right time, and in the right context -- and uncover revenue growth opportunities that they’re currently missing.
To recognize and capitalize on this:
- Invest very aggressively in customer insight, so you know your ideal customers better than any of your competitors
- Position you and your team as the definitive go-to experts on the goal or challenge that's top of mind for your most important target customers
- Create super-helpful educational content on topics where the demand for this information is significant, yet the competition for this attention is low to moderate
- Prioritize the intersection of your ideal customers' most-pressing capabilities, your company's capabilities, sufficient market demand, and a low-to-moderate degree of competition
What content strategies have been most effective for your B2B SaaS company? Let me know in the comments below.